Examining the impact of wine influencers’ characteristics on consumer attitudes, purchase intention, and actual wine purchase

Wine influencers have emerged as one of the crucial elements in shaping consumer perceptions and behaviours. However, the specific characteristics of these influencers that effectively influence consumer attitudes, purchase intentions, and actual buying decisions remain inadequately understood. Therefore, using the Elaboration Likelihood Model, this study examines the impact of wine influencers’ characteristics on consumers’ attitudes, purchase intentions, and actual buying behaviour. A survey of 404 social media users was conducted using a structured questionnaire. The structural equation modelling analysis found that perceived credibility impacts attitudes toward influencers but not recommended brands. However, perceived expertise and trust strongly predict attitudes toward influencers and brands. Congruence has no significant impact. Attitudes toward influencers and brands positively correlate with purchase intention, which, in turn, leads to actual purchases. These insights offer marketers a roadmap for leveraging wine influencers’ characteristics to impact consumer behaviour effectively.